Business Equation Doesn't Ad Up
In fact, no one can pass on costs in the printing industry. The paper and consumables people dread trying to implement increases, because their competitors are cut-throat. You struggle to pass them on to the print buyer because your rivals are ready to under bid. Neighboring shops outbid you for jobs with quotes so ridiculous that you know they sure as hell aren't going to follow the specs, or they're going to cut costs somewhere. It's all survival instincts.
The printing industry and B2B magazines are both fighting excess capacity and competing for shrinking ad dollar spends. The fact that you and I are still standing indicates that our respective companies have endured bitter and vicious business conditions, and will emerge from the economic slump stronger and even more bulletproof to future recessions.
But, while the rules may not change, the game is taking on a new form. The death of a longtime product such as GAM signifies that we have embarked on a new generation of B2B publishing. Better? Maybe not. But certainly different.